4 Major Ways in Which Big Data is Impacting Social Media Marketing

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With the advent and increased use of the internet, social media has become an integral part of people’s daily routine. Social media is not only used to connect with others, but it has become an effective platform for businesses to reach their target audience. With the emergence of big data, social media marketing has reached an altogether new level. It is estimated that by 2020 the accumulated volume of big data will reach 44 trillion gigabytes. With such an enormous amount of data available, marketers are able to utilize it to get actionable insights for framing efficient social media marketing strategies.

All the status updates, photos and videos posted by users on their social network contain useful information about their demographics, likes, dislikes, etc. Businesses are utilizing this information in numerous ways, managing and analyzing it to get a competitive edge. Big data is used by marketers to plan for future social media campaigns by learning everything they need to know about their potential customers and approaching them. This post will throw light on the application of big data on social media marketing, examining its current as well as future impact.


Big data enables personalization allowing brands to approach their customers in a more personalized way based on their choices and likes. It gives in-depth insights and a holistic understanding of the audience, which aids businesses in creating tailored communication for them to enhance retention and elevate their trust.

With big data, it will become easier for brands to display only those advertisements which interest consumers, turning ads into a non-obtrusive experience. Advertisements will be targeted based on users’ social media posts, what they watch and share, etc. With personalized ads, it will be possible for marketers to strengthen their relationships with social media users and convert them into customers after identifying the most effective platform, time and format for their ads.

Decision making

Big data allows marketers to identify social media trends and gain insights, which can be used to make engagement decisions like which users to communicate with, which group of users should receive marketing emails., etc. It also makes it easier to keep track of the demographics to decide which social media platform to target.

Businesses can easily understand the sentiments of the market through big data, enabling them to build winning strategies. Instead of relying solely on past performance to ascertain what improvements are required, big data aids in making informed decisions to better meet the future needs and expectations of consumers.

Effectiveness of campaign

Big data is useful in tracking the performance of social media campaigns and finding out the gradual changes in ROI. It also allows marketers to test their campaigns before launching it, analyze the results, make changes in the campaign as required, and retest it. Predictive analytical tools enable businesses to take decision regarding when to pause the campaign to avoid losses.

By deriving actionable insights from big data, businesses get an idea about the peak timings of customers, their preferences, behavior, etc., leading to increased effectiveness of the social media campaign. Marketers can get important information about the process their clients took right from the first stage of the buying cycle to post-purchase interaction, making them fine tune the campaign at every stage of the cycle.

Product Insights

Social media marketers can effectively use big data to judge future buying patterns and trends. Big data increases the certainty regarding what consumers want, when they want it, and how they want it. This gives businesses insights into what their new products should be like.

Businesses can utilize big data to analyze the choices of people, their complaints, what products are missing, faults in the products, etc. This will enable them to make changes in the current product and come out with new innovative products.


There is a continuous increase in the number of people interacting with brands on social media platforms. This makes it essential for you to be data savvy to remain competitive and stay relevant in the social media landscape. Seeing the massive amount of data produced by these platforms, it becomes crucial that you make use of big data in your social media marketing campaigns.

Big data will allow you to analyze the behavior of buyers and target an exact group of people. By giving you in-depth insights, it will assist you in fine-tuning your social media messages and choosing the right platform to communicate them to buyers. The more information you get about consumers, the better you will be able to target them through your social media campaigns.

About the Author

Nidhi Dave is working as a content and brand strategist at ProDesigns – a graphic design company, recommending strategies to meet customers’ goals and deliver a superior user experience. She provides content leadership, ensuring that a consistent brand message is delivered to the audience. 


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  1. Thank you guys, this was really helpful!

  2. Social media marketing is a very effective way to start and upgrade a brand. It however needs you to know what aspects to really focus on and be intentional about it thank you so much dear sir .